Building a Consulting Package that Converts: Copywriting & Sales Tips

Introduction

Crafting compelling consulting service packages requires equal parts sales savvy and persuasive copywriting. This guide will provide tips to help you structure, describe and promote consulting offerings for maximum conversions.

Follow these best practices for crafting coaching packages, writing copy that sells, overcoming objections, and guiding buyers seamlessly from interest to invoice. Implementing an optimized packaging and sales process will attract more ideal clients and improve win rates.

Structuring Your Consulting Offerings

Thoughtfully designed service packages provide clear value propositions:

Bundle Related Services

Assemble commonly purchased combinations of advisory offerings into logical bundles. Show total bundled pricing.

Offer Tiered Packages

Structure bundled packages as entry-level, mid-range, and premium tier options with differentiated components and benefits.

Limit One-to-One Time

For memberships, cap the amount of 1:1 advisory time included at each tier so demands don’t become unsustainable.

Provide Flexibility

Allow clients some flexibility to swap services of similar scope within a tier to customize bundles to their needs.

Include DIY Components

Blend 1:1 services with self-guided tools, templates, assessments, and courses clients complete independently.

Guarantee Availability

Promise guaranteed response times or access as a benefit of higher tiers to justify pricing premiums.

Make Cancellation Difficult

Require minimum 3-6 month commitments to prevent churn. Highlight continuity discounts.

Strategic packaging maximizes perceived value. Structure bundles intentionally based on profitability and scope.

Crafting Persuasive Package Copy

Use compelling copywriting and messaging when describing your packages:

Lead With Audience Benefits

Introduce packages by framing the outcomes and transformation for the ideal client, not features.

Tell a Value Story

Use narrative copy and imagery that tells a cohesive story around the immense value delivered by your offerings.

Communicate Exclusivity

Describe packages as exclusive opportunities with limited availability or access to convey prestige and urgency.

Showcase Client Success

Use real-world examples, testimonials, and case studies to substantiate results from past clients.

Highlight Awards and Press

Mention any media coverage, accolades, or expert recognitions that reinforce your authority and trustworthiness.

Add Social Proof

Include ratings, reviews, and verifiable customer satisfaction metrics that build credibility.

Disclose Pricing Confidently

When quoting pricing, boldly position rates in context of immense value versus shying away or apologizing for costs.

Compelling copy persuades buyers you offer tremendous expertise and outcomes worth the investment.

Overcoming Pricing Objections

Anticipate common pricing objections and have rebuttals ready:

Perceived Value Too Low

Redirect discussion to quantify your tangible ROI. Emphasize lifetime value over initial sticker price.

Quote Seems High

Ask what factors lead them to believe pricing seems high to uncover biases. Reframe around value.

Budget Constraints

Explore ways to tailor scope or financing to fit budgets. Offer payment plans to ease barriers.

Decision Requires Higher Approval

Provide references and social proof to help buyers justify the investment to decision makers.

Quote Comparison

If prospects request competitor bids, emphasize your differentiation and why apples-to-apples comparisons are difficult.

Belief They Can DIY

Demonstrate why your expertise and execution will generate exponentially better results than their attempted self-guided approach.

Sticker Shock

Divide pricing into smaller milestones. Link upcoming invoices to progress achieved vs. one giant lump sum.

Proactively warn prospects pricing conversations focus on value delivered, not haggling or defending your rates.

Presentation Tips

Use these techniques for compelling sales presentations:

Lead With ROI

Start presentations focused on the ROI your services will drive. Only discuss pricing details after making an ROI case.

Use Engaging Visuals

Leverage compelling graphics, charts, photos, and videos – not just text-heavy slides. Visuals are persuasive.

Share Success Stories

Weave in real-world examples and client success stories that substantiate your promised results.

Provide Proof Sources

Cite sources for any data, statistics, or claims shared to build credibility. Don’t just state facts.

Make Comparisons

Contrast the immense value generated from your services against basic do-it-yourself approaches clients may otherwise pursue.

Address Risks Upfront

Be honest about any risks or implementation challenges. Your transparency will build trust.

Use Price Analogies

Draw comparisons to premium brands in other industries known for outstanding value to reframe perspectives on price vs. quality.

Engaging presentations establish you as an expert worth premium fees. Avoid challenges to your knowledge or pricing.

Guiding the Selection Process

Here are techniques for guiding clients towards purchase:

Summarize Benefits

After reviewing options, clearly summarize at a high level the unique benefits and transformation delivered by each package.

Provide Recommendations

Don’t remain silent – offer informed recommendations on which option you believe is the ideal match for the client based on their needs.

Discuss Financing

Proactively bring up options to divide payments across milestones or offer installment plans to ease large upfront costs.

Check Buying Criteria

Ask what factors are most important in their decision process. Confirm your offerings align with those purchasing criteria.

Highlight Superiority

For buyers choosing between you and competitors, reiterate areas where your services and results are superior.

Remind Them of Pain

Reemphasize the extreme pain and costs of not solving their problem to tip hesitant buyers towards action.

Gain Commitment

Ask “Which package makes the most sense based on what we’ve discussed?” to gain public commitment before presenting agreements.

Shepherd clients towards your recommended option. Don’t remain silent and passive. Close the deal.

Crafting Proposals that Close Deals

Make written proposals close sales with these tips:

Follow Templates

Use consistent templates, formatting, and styles so proposals look polished and professional.

Summarize Recommendations

Succinctly state upfront which service and pricing option you recommend and why at the start of proposals.

Emphasize ROI

Include a section projecting and quantifying the ROI the client will achieve from your services.

Clarify Deliverables

Detail exactly what items the client will receive across milestones to prevent scope misalignments.

Specify Timeframes

Outline any important dates, deadlines, or timeframes key to success so clients understand requirements.

Position as Next Steps

Close proposals with clear calls-to-action for signing and next steps if approved to propel the process forward.

Follow Up Quickly

Don’t wait for clients to read proposals. Be proactive following up within 24 hours to answer any final questions.

Proposals that anticipate client questions and move sales ahead generate quicker closes and higher win rates.

Drafting Airtight Agreements

Legally bulletproof consulting contracts set projects up for success:

Outline Scope and Schedule

Define project phases, deliverables, timeframes, and milestones in granular detail so there is no room for interpretation.

Specify Fees Clearly

Break down exact fees to be paid for each item of scope and milestone due date to prevent billing issues arising.

Require Good Faith

Include clauses requiring both parties act in good faith to fulfill contract terms to establish trust and accountability upfront.

Limit Guarantees

Avoid overly broad performance guarantees that leave you financially exposed. Narrow any guaranteed ROI to specific KPI improvements you’re highly confident of achieving.

Clarify Change Orders

Specify that any changes in project scope will incur additional fees through a formal change order process.

Allow Termination Conditions

Define conditions where either party can terminate early without penalty so you have an escape if needed.

Require Deposits

Collect 25-50% of project fees upfront before starting work to ensure client commitment.

Airtight contracts set clear expectations, minimize disputes, and give you leverage if challenges emerge later.

Collecting Payment Promptly

Get paid quickly and smoothly by:

Require Upfront Deposits

Collect 25-50% deposits before projects begin to ensure commitment and improve cash flow.

Outline Payment Terms

Specify invoice due dates, late fees, and final payment terms clearly in contracts so clients understand obligations.

Send Invoices Promptly

Send invoices immediately upon hitting milestones or deliverable due dates. Never let receivables languish.

Automate Reminders

Use payment reminder automation and simple tactics like thank you notes to keep invoices top of mind.

Offer Quick Payment Discounts

Consider discounts like 2% off final balances if paid within 5 days to incentivize faster payment.

Charge Late Fees

Enforce defined late fees on overdue invoices starting day one to discourage payment delays.

Withhold Further Work

If clients consistently pay late, notify them further services are paused until overdue invoices are paid to enforce compliance.

Prompt payment prevents cash flow gaps while avoiding excessive collection costs down the road.

Optimizing Your Process

Continuously improve how you package, sell, fulfill, and get paid by:

Analyze Sales Data

Review win/loss rates, sales cycle length, and conversion points to identify process friction and bottlenecks.

Build Pricing Models

Develop data-driven pricing models that factor costs, market rates, and willingness-to-pay to optimize profitability.

Standardize Agreements

Leverage consistent templates and playbooks so fulfillment teams don’t reinvent the wheel for routine projects.

Gather Client Feedback

Survey clients on the perceived value of each offering and suggestions for improvement. Refine accordingly.

Listen to Sales Rep Input

Solicit regular feedback from sales reps on obstacles and recommendations so they guide enhancements.

Share Success Stories Internally

Celebrate major contract wins and client successes internally. Use them as training examples for other personnel.

Review Proposals Critically

Have peers or managers review proposals with fresh eyes before sending to catch oversights.

Continuous improvement through data analysis and team input will steadily boost conversion rates over time as you optimize the sales and delivery process.

Conclusion

Thoughtfully structured packages, compelling copy, and watertight sales processes convert more consulting prospects into happy clients.

Bundle services strategically into tiered offerings that provide clear value. Describe packages in ways that resonate emotionally with your ideal buyer’s needs and goals.

Master responses to pricing concerns. Guide buyers through proposals and close contracts that set projects up for shared success. Automate and streamline processes to improve conversion cycle times.

With an optimized sales machine backed by persuasive copy, you will attract more leads, win at higher rates, and deliver fulfilling results that expand your consulting impact.

FAQ for “Building a Consulting Package that Converts: Copywriting & Sales Tips”

1. How should I structure my consulting offerings for maximum value?
Structuring your consulting offerings involves bundling related services, offering tiered packages, limiting one-to-one time, providing flexibility, including DIY components, guaranteeing availability, and making cancellation difficult to maximize perceived value.

2. What are some tips for writing persuasive copy for consulting packages?
Craft persuasive copy by leading with audience benefits, telling a value story, communicating exclusivity, showcasing client success, highlighting awards and press, adding social proof, and confidently disclosing pricing.

3. How can I overcome common pricing objections?
To overcome pricing objections, redirect discussions to tangible ROI, reframe perceived high prices around value, explore budget-friendly options, provide references for decision makers, emphasize differentiation from competitors, and demonstrate the value of your expertise over self-guided approaches.

4. What are some techniques for delivering engaging sales presentations?
Deliver engaging sales presentations by leading with ROI, using engaging visuals, sharing success stories, providing proof sources, making comparisons, addressing risks upfront, and using price analogies to reframe perspectives.

5. How can I guide clients towards selecting the right consulting package for them?
Guide clients towards selecting the right consulting package by summarizing benefits, providing recommendations based on their needs, discussing financing options, checking buying criteria, highlighting your superiority, reminding them of their pain points, and gaining commitment before presenting agreements.

6. What are some tips for crafting proposals that close deals?
Craft proposals that close deals by using consistent templates, summarizing recommendations upfront, emphasizing ROI, clarifying deliverables and timeframes, specifying payment terms, positioning as next steps, and following up promptly.

7. How can I ensure prompt payment for my consulting services?
Ensure prompt payment by requiring upfront deposits, outlining payment terms clearly in contracts, sending invoices promptly, automating payment reminders, offering quick payment discounts, charging late fees, and withholding further work for consistently late payments.

8. How can I continuously improve my consulting sales process?
Continuously improve your consulting sales process by analyzing sales data, building data-driven pricing models, standardizing agreements, gathering client feedback, listening to sales rep input, sharing success stories internally, reviewing proposals critically, and streamlining processes through automation.